The Ultimate Battle of PPC vs SEO has been long existent with the advent of search engine marketing. Search Engine Marketing refers to two broad channels – organic SEO and paid search results. With organic SEO, your websites are ranked organically at the top of the results page. You search engine optimize your ad websites. The results of organic SEO are due to search engine algorithms. These algorithms examine your sites and then determine their rank on results page. With SEO, you do all the modification that is required to convince search engine algorithms. With paid search, you simply pay search engines to rank your sites. So let’s check out the rivalry status of PPC vs SEO in search engine marketing.
Both, SEO and PPC have their advantages on one another.
Advantages of PPC over SEO:
PPC advertising campaign can be established within a few days, whereas Search Engine Optimization may take a very long time. In PPC, you just need to create an account, place your bids, determine your budget and keywords and that’s it. In SEO, you need to perform various tasks such as link building, SEO writing, website architecture, HTML codes etc. Completion of SEO techniques takes a long time. Even after that, you will have to wait for search engine crawlers to index your page.
ii. Instant results:
This is one of the biggest advantages of PPC over SEO. Instant generation of traffic can be seen in your site when you are ranked at the top. With PPC, you can get very large numbers of traffic within a very short time. Traffic starts to flow to your site, minutes after your PPC campaign has been launched. But traffic generation from SEO can take a long time. And also it is not even sure in SEO that traffic will be generated or not.
iii. Minimal Changes:
You do not need to make any changes in your website architecture, HTML code, design or layout in case of PPC. But you need to make those parameters search engine compatible in case of SEO. Few changes may be made to PPC to improve click through rate. But not as many changes as in SEO.
iv. Pay only for performance:
There are two ways in which you can do SEO for your site. Either by yourself or you can hire an SEO company to do the job. In PPC, you only pay search engines when you get traffic. Only when a web user clicks on your ad, you are charged. But SEO normally requires a considerable investment as most of the companies opt to outsource SEO to an SEO company.
v. Keywords Targeting:
You choose your keywords for which you want your ad to be displayed on result page. This enables you to run tightly focused campaigns, and also you get high targeted traffic. But in case of SEO, your page may be displayed for a variety of keywords even to uninterested audience. This enhances the problem to track and measure your campaign.
vi. Geo targeting and time control:
One of the most basic advantages of PPC over SEO is the control over Geo targeting and time for which you want to get ranked. You can select the regions and the countries in which you want people to see your ads. You can also select the time of the day for which you want to achieve to be no.1. This again, helps you to get targeted customers. With SEO, you have no control over the region of display. This advantage is very helpful to local companies. A Local Indian tea company would only want Indians to look at his ads.
vii. Sure shot ranking:
To get ranked at 1 position, you just need to pay search engines in case of PPC. SEO is more or less a “hit and trial method”. SEO blankets a number of techniques. And you may not get ranked even if you miss any one of them. Therefore SEO is not a sure shot method. Also getting high ranks from SEO for highly competitive keywords is very difficult. Whereas In PPC, you just need to outbid your competitor for any keyword.
viii. Control over your Budget:
You have complete control over your budget in paid search advertising. You can stop and resume you PPC campaign at any moment which is not possible in case of SEO (if you have outsourced the job to an SEO company).
Advantages of SEO over PPC
Well, there are a few advantages of SEO over PPC . The first thing that will be coming into your mind right now is the cost. SEO has zero cost per click. But this does not mean that SEO is free. SEO is a tedious and a time consuming task and time takes money. SEO involves third party costs. Advertisers have to pay SEO company to do their SEO jobs. An advertiser should always know the advantages of SEO over PPC.
The winner of PPC vs SEO depends on an individual’s perspective. Basically it depends on the inclination of one of over the other. If you have any more suggestions regarding PPC vs SEO, then please share it with our readers by mentioning it in the comments section.
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